The Basecamp.com marketing website was a project that myself, Jamie Dihiansan and Jason Fried worked on during the transition of changing our company name from 37signals to Basecamp.

We really wanted to harp on the concept of narrative, and speaking to people like people. Most product websites are all too slick, too flashy, and too much of the same. We asked ourselves, what if we went back to how the web used to be, and rely on clear writing and some fun illustration versus slick design. Obvious blue links with underlines, large readable copy, and so on.

It’s not going to be featured in any design museums, or win awards. And that’s not the point; the point is to do a great job making people feel comfortable, make them feel treated like humans, spoken to by real people and above all, get to the point and sell Basecamp. Sometimes, all that takes is words.

We did try some fancier things, but we wanted it easy write on, easy to update, and easy to read. So that informed the current design today.

We do test different iterations of the homepage, different pieces of copy, but the design itself has been the same since February of 2014. We’re always open to change, though.